When a positive exchange between a brand and customers becomes quantifiable metrics, it encourages brand to provide better service, customer service to do a better job, and consumers to actively show their gratitude.

For decades, media companies have largely controlled the tools through which consumers were told what to buy, wear or think. Now consumers possess the same ability to produce, distribute and curate content and distribute it to their peers in real time across social media platforms.

As more people use social media to tell the story of the future, the wants and needs of more people will be reflected.

The role of social media is critical because it helps to spread cognitive dissonance by connecting thought leaders and activists to ordinary citizens rapidly expanding the network of people who become willing to take action.

Non-disclosure in the Internet Age is quickly perceived as a breach of trust. Government, corporations and each of us as individuals must recalibrate how we live and share our lives appropriate to the information now available and the expectations of others.

Brands are facing a new competitive landscape in which self-definition, core values and purpose will increasingly define their ability to reach customers that only allow what is meaningful in their lives to pass through their filter.

Since most corporate competitors have the same problems with sustainability and social reputation, it's worth trying to solve them together.